STORYTELLING

Get to know the most used technique to communicate successfully and make an impact on
your audience. The term storytelling has become fashionable in recent times and arouses both
curiosity and interest in knowing what this technique is about, which, although it is old, has
become all the rage when it comes to communicating messages through social networks, in
text institutional or through a simple public speech. But what is storytelling? It is an Anglo-
Saxon expression, which is broken down into two words: history (story) and telling (telling). It
could be described as an engaging narrative of events, with a final message that leaves a
lesson or concept. Experts on the subject say that knowing how to tell stories is an art. The
objective is to achieve a larger audience, that is, more views and reproductions, but also to
have an effect on the people who listen, watch or read. This technique to transmit messages,
which is not something recent since the ability to tell stories comes from the oldest practices,
is carried out by editors and screenwriters as a completely more effective way than simply
saying or telling. Because with the idea or message to be communicated, we seek to transform
people's lives. Those who apply it are called "professionals of emotion", due to the high degree
of efficiency and commitment, or affective-emotional bond, that it generates in the people
who receive the content. For example, it is highly valued when it comes to building a
relationship between values and brands. What's your objective? The goal is clear: connect
emotionally with the other through a story. It is the ideal way for the public to capture a
message that you want to give them, since they easily identify with a life story similar to theirs
or that represents an act of overcoming, that has a challenge or challenge and that has
perseverance, but let it be well told. So, storytelling works on two levels: Rational, which
points to the logical processes of people. Instinctive, which encompasses the emotional of the
human being. Who uses it? All of us are made up of our own stories and those of others, and
we tell them daily to captivate, persuade or convince acquaintances and strangers. But it is in
the professional field where this concept, increasingly used in the communication channels of
public figures, companies and entities, is further developed. It can be through a post with
words, images or videos on social networks, an institutional text, a public dissertation.
Communication is constant. Writing and journalism are traditionally the authors and narrators
of significant life stories. But in recent years and today, marketing and advertising are the ones
who use storytelling the most, in order to connect their users with the message they want to
convey, regardless of the format used. Currently, communication is to a greater extent online,
the technique adapts perfectly to the medium, demonstrating that the emotional side of the
people who will be potential clients can also be appealed to through the Internet. Once its
objectives and usefulness are understood, you can begin to glimpse what the steps are to
develop a good storytelling. How to tell a good story? build a good message Storytelling is
divided into two parts: the story and the message that will be conveyed, and the way that
message is presented. The correct synergy between both factors will grant the success of what
is intended to be communicated. For this, the first step is to think about the idea to be
communicated and how to make the message reach the receiver without difficulty. If there is
no clear concept to transmit, there will be no correct use of the technique that will be
achieved. We advise you as a first task: think clearly about what content you want to
communicate. Keep in mind that throughout the Internet there are billions of texts, videos and
conferences with impressive stories that excite or surprise the audience for a few moments,
but the speed and ephemerality of the 21st century makes them forget. For this reason, it is
more relevant than ever that the concepts are well communicated and that they really have an
impact, so that they can continue to be remembered. think about the environment Events
need a physical space in which to place them in order to continue being described. When it is
possible to place protagonists and scenarios clearly, imagination and mental translation are
easier for those who listen to or see the narrative in question. identify the characters To put
together a storytelling, the protagonist or group of people who embody the story that is
narrated must be identified. The character is the one who experiences the events and
undergoes a transformation that leads to the transmission of the message. To reach that final
concept, you must overcome the conflict that is going through you. raise a